Pages

Friday, January 6, 2012

Identifying, Interacting and Involving Consumer Innovators

Consumer use products innovatively and marketers are observing consumer
usage of their products to identify the innovative uses and if found
interesting to extend the product's unplanned use over a larger market.
Consumer innovation as a concept extends it to consumer adding some
attributes to the manufacturer's product to give him additional
benefits. Many consumers are doing it and then some of his friends may
like and copy it.

Companies
have to now consider consumer innovation as significant and put in
place procedures to identify the innovators, interact with them and if
found interesting to involve them developing the innovation further
commercially.